The Social Influence course is designed to give students a comprehensive approach to understanding social influence marketing. Consumers can be influenced not only for buying products or services but to assume certain attitudes, particular behaviors, or decisions. Social media in its different forms employs multiple tools and strategies to impact the social norms, values, and beliefs. This new field of marketing encompasses different domains such as culture, consumer behavior, social media, social phycology and its subset of persuasion. Dividing the course in 5 distinctive modules offers the possibility to first cover the determinants of the system of values and norms that are shared among a group of people. Then, the external and internal factors influencing consumers before focusing on the different techniques employed by different media outlets. Through lectures, discussions, case studies, and current news, students will learn and apply various theoretical frameworks to analyze the process of influencing an audience.
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